The study is based on the objective to identify the influence of in-store shopping environment on the impulsive buying behavior of the customers. The two models of impulse buying—the impulsive decision-making theory and the consumer decision-making model—were studied to validate the study (Schiffman and Kanuk, 2007). Adopting the method of convenience sampling, 300 shoppers at D-Mart and Treasure Island of Indore city were considered for this study. The study revealed that factors that are economic in nature such as free gifts, coupons and price discounts are more likely influences on impulse buying than those with an atmospheric engagement effect like background music, in-store display and salesforce.

Description

The dynamism of consumer taste, consumption patterns and buying attitude is enhancing the retail business globally. South Africa, in particular, has of late seen the growth of large supermarket conglomerates such as Pick ‘n Pay, Spar, Checkers, Shoprite and OK. As Marx and Erasmus (2006) state, “These retailers, have since made way for retail giants whose shops occupy 100 sq/m and draw thousands of customers, pushing gigantic trolleys through long alleys in seemingly never-ending shopping malls. The supermarkets are often located within close proximity of one another, although they stock more or less the same goods”. The sustainability of today’s retail business fundamentally depends upon how creatively organizations understand the consumer and develops their marketing mix activities accordingly. Despite other outdoor marketing activities, in-store developments like displays and promotion, background music, supportive staff and kids’ engagement activities are the mechanism to encourage the consumer to spend more time in the store. In-store promotion activities help dig deeper for unplanned purchases for which a new term ‘Impulse Buying’ has been coined. Impulse buying is pushing revenues by knotting the customers with modern state-of-the-art attractions in the form of offering a beautiful ambience, fresh air, display at point of purchase and hospitality.